Artificial intelligence (AI) is no longer a futuristic concept—it’s actively reshaping the way organisations manage internal communications. From improving efficiency and personalisation to unlocking new creative possibilities, AI presents a wealth of opportunities. But while some teams are embracing AI-driven tools, others remain cautious, held back by skills gaps, ethical concerns, and integration challenges.
To explore the real-world impact of AI, we at NewZapp conducted a survey with internal communication professionals to understand:
- How familiar teams are with AI tools.
- What AI and digital solutions are currently in use.
- The perceived benefits and challenges of AI adoption.
- Ethical considerations surrounding AI in internal comms.
- Predictions for AI’s role in the future of workplace communication.
The results paint a picture of cautious optimism. While many see AI as a time-saving and engagement-enhancing tool, barriers such as budget limitations, resistance to change, and ethical concerns are slowing widespread adoption.
Let’s break down the key findings and what they mean for internal comms teams moving forward.
AI in Internal Communications: Key Adoption Trends
1. Familiarity with AI: The Knowledge Gap
We asked respondents to assess their familiarity with AI in internal comms, and three clear groups emerged:
- 28.6% Beginner (Exploring AI): Many organisations, particularly those with smaller teams, are aware of AI’s potential but have yet to integrate it into their workflows.
- 57.1% Intermediate Users (Experimenting): The majority of respondents are testing AI tools but haven’t yet embedded them fully into their processes.
- 14.3% Advanced Users (Full AI Integration): A small percentage have successfully incorporated AI into their internal comms strategies.
Key Takeaways:
- The majority of IC teams are in the exploratory or early adoption phase, reflecting a widespread knowledge gap.
- Training and awareness initiatives could help bridge the gap between curiosity and practical implementation.
2. AI in Action: What Tools Are Teams Using?
Among those who have adopted AI, the most commonly used tools include:
- 85.7% Content creation tools (e.g., AI writing assistants)
- 28.6% Workflow automation tools (e.g., scheduling software)
- 14.3% Chatbots for employee FAQs
- 14.3% Personalisation algorithms for targeted messaging.
- 28.6% No AI tools have been implemented yet.
Content creation tools lead the way, highlighting their perceived value in improving efficiency. However, over a quarter of teams have not yet adopted AI tools at all.
Key Takeaways:
- Mid-to-large teams are leading AI experimentation, while smaller teams are lagging due to limited resources.
- There’s a clear need for AI tools designed to be more accessible and cost-effective for smaller teams.
3. The Benefits: What AI Brings to the Table
For organisations already leveraging AI, the top benefits cited were:
- 71.4% Time savings and improved efficiency: AI automates repetitive tasks, freeing up time for strategic priorities.
- 28.6% Personalisation of messages: Tools help tailor content for different employee groups.
- 14.3% Enhanced accessibility: AI tools like transcription services and automated captions make content more inclusive.
Quote from a respondent:
“AI helps summarise long texts efficiently, generate creative ideas, and create content that is more inclusive. However, it always requires a human touch to ensure quality.”
What This Means:
- AI should be seen as a tool to enhance human creativity, not replace it.
- By streamlining mundane tasks, AI enables teams to prioritise more strategic, high-impact work.
4. Barriers to AI Adoption: What’s Holding Teams Back?
When asked about the challenges they face, respondents identified the following obstacles:
71.4% Lack of skills/training within teams to effectively use AI tools.
57.1% Difficulty integrating AI tools with existing systems.
42.9% Resistance to change from leadership or employees.
42.9% Budget constraints limiting access to AI solutions.
Key Takeaway:
- Upskilling and training will be crucial for AI adoption.
- AI should be introduced as a workflow enhancer, not a disruptive force.
5. AI and Ethics: Transparency Matters
When asked about the importance of transparency in AI-generated content, 85.7% rated transparency as extremely important when using AI-generated content – a clear indication that ethical considerations are a top priority.
The most common concerns included:
- AI hallucinations: The risk of AI generating false or misleading information.
- Environmental impact: High energy use and its contribution to carbon emissions.
- Deepfakes: The potential for AI to mimic leaders in ways that could harm trust.
Quote from a respondent:
*”We need to ensure AI doesn’t compromise our organisational values, especially in terms of transparency and sustainability. AI must be used responsibly.”*
Key Insight:
- Organisations must establish clear AI usage guidelines to ensure transparency, accuracy, and alignment with company values
6. Predictions for the Next Five Years
Respondents were optimistic about AI’s future role in internal communications. Key predictions include:
- 100% foresee increased personalisation in messaging driven by AI insights.
- 85.7% expect faster, data-driven decision-making through tools like predictive analytics.
- 71.4% believe AI will streamline repetitive tasks, allowing teams to focus on strategy.
Desired innovations include:
- Predictive sentiment analysis to anticipate employee concerns.
- Enhanced “write once, tailor for many” tools to optimise messaging across multiple channels.
- Easier, automated creation of visual content, including templates and personalised designs.
Practical Advice from Comms Professionals
Survey respondents shared their best advice for teams considering AI adoption:
- Approach with curiosity and optimism. Start experimenting with AI tools and learn as you go.
- Start small – Experiment with one or two AI tools before scaling up.
- Don’t jump on the bandwagon. Carefully assess whether AI aligns with your organisation’s values.
- Prioritise training – Upskilling is essential to maximising AI’s potential.
- Think before you commit – Weigh the ethical, financial, and operational implications of AI adoption.
- Focus on enhancement, not replacement. Use AI to support and complement your work, not to replace the human element.
Conclusion: Navigating the Path to AI in internal communications Adoption
Our survey reveals that while AI adoption in internal communications is still in its early stages, the potential benefits are undeniable—particularly in efficiency, personalisation, and accessibility. However, barriers like skills gaps, integration challenges, and ethical concerns must be addressed to fully realise AI’s potential.
By taking a strategic, transparent approach to AI adoption—starting with accessible tools, investing in training, and developing clear ethical guidelines—organisations can unlock new levels of engagement and innovation in internal communications.
Trusted by:
Relevant resources
10 tips to make your email communications more engaging
Ensuring your email communications resonate is no mean feat. In fact, it’s even harder today than it used to be. Twenty years ago,
The best employee survey questions
Employee surveys are a hugely valuable method of gathering information from employees but there are many things to consider for you to maximise
Budget 2025 and the NHS: Can Internal Comms Carry the Weight of Reform?
Budget 2025 wasn’t billed as a health budget. Yet for people working inside the NHS, its mix of tight funding, new Neighbourhood Health
